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Case study:
National Geographic

Complete brand management

The brief

Founded in 1888, the National Geographic Society is the world’s largest non-profit scientific and educational organisation. The Society’s media interests cover television, books, magazine publishing and websites, while its travel magazine, National Geographic Traveler, is one of the world’s most widely read travel titles, with numerous international editions. In 2010, National Geographic Partners, the Society’s media arm, required a local partner to launch the Traveller brand in the UK, develop a local voice and manage content across multiple platforms

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Our approach

APL Media launched National Geographic Traveller (UK) in 2010, building upon the Traveller brand with a unique magazine for the UK, published six times a year. A website and iPad edition quickly followed, while the magazine has since increased in frequency to 10 times a year.

In the decade since APL Media launched the title in the UK, National Geographic Traveller has gone from strength to strength, while the relationship with National Geographic Partners has continued to evolve as requirements have changed.

In addition to producing an award-winning magazine, APL’s digital team work closely with National Geographic’s online editor to manage the Travel section of nationalgeographic.co.uk, providing engaging articles that match the brand’s editorial priorities and managing social media channels and newsletters. In addition, editorial content produced by APL’s team of editors is frequently syndicated across other international language editions.

A range of popular events have helped the brand to engage with its loyal audience in new ways, and we launched sister magazine National Geographic Traveller Food in 2018, helping the title expand into new markets.

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Key Figures

180,000

Readership

1,000,000

Unique Page Views per month

6,200+

Event attendees, 2019

161,700

Followers

48,800

Followers

51,500

Followers

The results

Each issue of National Geographic Traveller (UK) reaches a readership of 180,000, while the magazine has won multiple awards for its unique and engaging content.

Online, nationalgeographic.co.uk/travel receives 300,000 unique users a month and has attracted a large following on social media, while over 6,000 people attended a National Geographic Traveller event in 2019.

The partnership between APL Media and the National Geographic Partners has enabled the latter to further the reach of the Traveller brand, access additional revenue streams and harness the talents of a creative UK-based team, all at no risk.

National Geographic Traveller magazine pages

“We are delighted to have APL Media Limited as our partner on National Geographic Traveller in the UK. Their demonstrated successes within the travel category, coupled with their high editorial values, positions National Geographic Traveller well with both readers and advertisers alike.”

Declan Moore
Senior VP of International Publishing, National Geographic